Converging traditional workwear with high-end couture, Hardeman dismantles the parameters of conventionality. At its core the brand draws inspiration from ‘the every-day man.’ Although a seemingly simple notion, it's one that breeds a more complex commentary. Through expressive styling and innovative patterning, Hardeman's campaigns address the neoliberal ideas of femininity and sexuality with a refreshing touch. This of-the-moment approach surpasses their physical presence well into the digital sphere: with Hardeman's Instagram feed hosting a paraphernalia of parodic posts and memetic edits. This inherent candidness is perfectly epitomised within the brand’s agenda to “just make clothes people can wear.”